The Blog
Case Studies, Testimonials, & Thoughts on Strategy
Treasure Valley Community College: Ready to Fly
Throughout TVCC’s six plus decades, its brand identity had shifted and changed, often centered around a beloved athletic mascot, the Chukar. But in 2025, it was clear the college’s brand was no longer reflective of the future-oriented school TVCC had become. With branding that had been inconsistently applied throughout the years, and a mascot illustrated in the 90s, TVCC was ready for a bold brand identity that better represented its growth and investment in the community.
Why Tactical Marketing Fails—Far Too Often
I’ve facilitated a lot of marketing strategy sessions over the years. They’re one of my favorite types of meetings to facilitate, because as a strategist, they’re how I gain some of the most valuable insight, especially early on in an engagement with a client. In fact, I generally call these “listening sessions.” You know the social media trend? It’s very we listen and we don’t judge.
You’re (Probably) Using AI Wrong
Even with loading messaging frameworks, voice and tone guardrails, and brand strategy into these LLMs, they're still producing overly-long slop in most cases, and need a very heavy editor's hand (so one might as well type with one's own fingers, in my opinion). What I'm using AI for is analysis and strategic thinking.